Please join us for our upcoming CEIBS Executive Forum on November 25, 2020, with Mr. Jan Craps, CEO and Co-Chair of Budweiser Brewing Company APAC & President of APAC Zone at Anheuser-Busch InBev, who will give a lecture on Capturing the Premiumization Trend in CPG Industry.

China is the most exciting beer market in the world and it is certainly the biggest – with one beer in four consumed globally. The China market is now well positioned to ride the trend towards premiumization, supported by rising disposable incomes and a growing middle class – not to mention the largest adult population in the world.

As the largest beer company in terms of sales and with unparalleled profitability in the Asia Pacific region, Budweiser APAC possesses great premiumization potential due to its ongoing product mix upgrade and market share gain through its comprehensive brand matrix and strong sales network. In short, consumers are trading up to premium brands. In the past 10 years. Budweiser APAC has been able to take advantage of this trend to become the market leader in premium segments with brands like Budweiser, Corona and Hoegaarden. The company also has craft brands in several countries, such as Boxing Cat in China and the Hand and Malt in Korea. While premiumization is a major driver of company growth in the Chinese market, the company has already launched into adjacent segments including non-alcoholic beverages.

China continues to be the best consumer story in the world, and the consumer packaged goods (CPG) industry will definitely benefit from this trend. During this event, Mr. Craps will discuss how Budweiser is capturing this premiumization trend in the beer category and evolving its business from a beer to a beverage company to address broader consumer needs.

About the speaker

Born in 1977, Mr. Craps is a Belgian citizen. He earned a degree in Business Engineering from KU Brussels and a Master’s in Business Engineering from KU Leuven, Belgium. He has also completed post-graduate programmes in Marketing and Strategy at INSEAD, Kellogg School of Management and Wharton Business School. Mr. Craps worked as an associate consultant with McKinsey & Company before joining AB InBev in 2002. He has acquired a range of international experience serving in numerous senior and executive marketing, sales, and logistics positions.

In 2011, Mr. Craps relocated to Canada, where he was appointed Head of Sales for Canada, followed by an appointment as President & CEO of Labatt Breweries of Canada in 2014. He then relocated to Melbourne, Australia, where he led the successful integration of AB InBev and SAB Miller in Australia, India and Southeast Asia.

Mr. Craps is a member of AB InBev’s Senior Leadership Team. He is presently CEO and Co-Chair of Budweiser Brewing Company APAC, which covers the company’s operations in Greater China, East Asia, South Asia, South East Asia and New Zealand with a total of employees of 30,000.

We look forward to seeing you at this much anticipated event. 

Date: November 25, 2020
Time: 19:30-22:00
Language: English 
Venue: Livestreamed via Zoom
Note: Limited offline seating is open for CEIBS alumni and current students. Please select ‘offline participation’ in the registration link below if you qualify.

Agenda:
19:30-19:35   Opening address & introduction by CEIBS Vice President & Dean Ding Yuan
19:35-20:15   Lecture by Mr. Jan Craps, CEO and Co-Chair of Budweiser Brewing Company APAC
20:15-20:30   Q&A with Mr. Jan Craps
20:30-20:40   Introduction to AB InBev’s GMBA programme
20:40-21:00   AB InBev’s GMBA experience sharing
21:00-22:00   Beer chat

Contact: Please RSVP before November 25, 2020 via the link below or contact Ms. Laura Zeng at execforum@ceibs.edu or +86-21-2890-5127.

Click Here To Register